From Stagnation to Marketing Growth for this B2B Cybersecurity Firm

Rebuilding the Marketing Engine to Power Revenue Growth and Sales Support.

CLIENT PROFILE

A B2B Cybersecurity Professional Services company serving enterprises with complex identity and access management needs, operating in a highly competitive and growing market.

THE CRITICAL QUESTION

"How can we restructure marketing to help scale revenue?"

The marketing department had become disconnected from other departments, leading to internal frustration and inefficiencies. It struggled to contribute to overall growth due to team challenges and dysfunction, creating operational silos. With no proper data tracking and reporting systems in place, marketing felt like a "black box," lacking transparency on performance metrics. Additionally, the absence of a clear strategy and growth plan further compounded these challenges.

THE PATH FORWARD

1. Uncovering the Landscape

Through a comprehensive analysis of the existing marketing function, we conducted deep-dive market research and stakeholder interviews to assess gaps and opportunities.

2. Strategic Reset

Presented findings to senior leadership, highlighting key challenges, quick wins, and strategic recommendations. A collaborative workshop with leadership followed to define and prioritize marketing areas critical to revenue growth and scalability. A final step was in defining the actual role of marketing in the organization.

3. Building for Impact

Taking the reins as a fractional CMO, we led a transformation across several key areas:

Digital and Content Marketing: Created data-driven content strategies, integrated processes, thought leadership activities and digital campaigns designed to drive demand and build authority.
Sales Enablement: Developed resources and processes to strengthen alignment between marketing and sales.
Event and Partner Marketing: Scaled industry events and optimized partnerships to increase exposure and lead generation.
Performance Measurement: Implemented robust tracking, analysis, and reporting frameworks to demonstrate marketing's ROI and pathways from MQL to SQL.
Innovation: Developed and launched key initiatives like a full rebuild of the company website, launch of a CSAT program and implementation of templates for sales and technical materials.

4. Operational Leadership

Operating as a "player-coach," we provided strategic guidance to the CEO while managing day-to-day marketing operations overseeing budgeting, growth projections, team leadership, and talent development. We also contributed to company-wide town halls, internal communication channels, the annual sales kick-off and board reporting.

THE LASTING CHANGE

+52.58% increase in leads generated.
+19.67% increase in sales conversion of leads.
+76.67% increase in closed/won deals.
+128.43% increase in revenue.
Improved market presence and brand awareness
Improved connection between marketing and rest of the company
The CEO described the transformation as "nothing short of a highly intelligent and actionable path to marketing growth."

HOW TROPOLY CAN HELP

Building your marketing function so it scales revenue is no small feat, and this is precisely what Tropoly can help you achieve. Reach out to learn how we can help you create a high-performing marketing function.